The campaign, which runs from March 16 until May 31 and will be featured on all six-packs within the Little Stars range.
To enter the promotion consumers need to text in a unique code found on-packs whereupon they will be entered into a daily prize draw.
Everyday five winners will be picked out to receive £100-worth of Early Learning Centre toys. Additionally each pack will contain a 20%-off ELC voucher.
Marketing support for the promotion will include a six-week TV campaign targeting mums with children up to three-year-old.
Additionally Muller will have a presence on the ELC website where consumers will have the opportunity to win a year's supply of Little Stars yoghurt. A leaflet will also be distributed in ELC stores.
Muller is no stranger to promotional marketing. .
The door-drop campaign by agency The Big Kick, targeted customers of rival product Actimel. Half a million consumers received a coupon for a Vitality drink six-pack.
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